Brief
An independent survey was conducted to evaluate market dynamics and customer preferences in the Quick Service Restaurant (QSR) industry in Nigeria across the South West and South East regions. The study aimed to explore consumer behaviour, preferences, and satisfaction levels while assessing competitive strengths and service delivery. The insights gathered were intended to drive innovation and enhance customer experiences in the fast-food sector.
Approach
The evaluation covered eight cities: Enugu, Aba, Onitsha, Asaba, Port Harcourt, Uyo, Ibadan, Akure, and Ado Ekiti. A total of 900 respondents, including families, young adults, and working professionals, participated in the survey. Data was collected on key factors influencing consumer choices and loyalty in the Quick Service Restaurant (QSR) industry in Nigeria, ensuring a broad representation of customer perspectives.
Findings
The study provided a comprehensive understanding of consumer expectations across different regions. The insights serve as a strategic guide for our client to refine their product offerings, optimize service delivery, and implement targeted strategies to ensure sustained market growth. With increasing competition in the Quick Service Restaurant (QSR) industry in Nigeria, these findings will help businesses enhance customer satisfaction and maintain a competitive edge.